How Concerns about Status Affect New Product Adoption

A new study finds that people of “middle status” are the most likely to adopt status-enhancing products.


Old money doesn’t need to show off. People know their status. It’s the nouveaux riches who care about showing off.”

But a key condition for the middle status effect to hold true is that the product must have the promise and potential to boost a person’s status. Only then will people with middle status care more than those of low or high status.